Online Marketing Services Proven to Increase Leads, Sales, & Revenue
icon of internet marketing service from a digital marketing companyMarketing has changed more in the past 10 years than it had in the previous 100—launching us out of the age of TV spots and print ads and into the age of websites, online video, social media, and Google. Consumers today are connected to the web 24/7—U.S. adults now spend upwards of 6 hours per day consuming Digital Marketing and that doesn’t count those whose jobs are internet-dependent.
If your website or online company wasn’t performing adequately even before the advent of digital marketing, it will be nearly impossible to compete now. Online marketing is the single biggest factor in the future success or failure of a business.
Digital marketing is evolving rapidly to meet these changes, including recent shifts in consumer behavior—the explosion of social media, for example. Most recently, the rise of Instagram has led to a remarkable 400% spike in Instagram referral traffic to organic websites.
Marketing in the Digital Age: Quick Things to Know
1. In the digital world, web traffic is less than 10% of the total traffic.
In 2000, websites accounted for 90% of online traffic. Today, digital websites account for only 9% of the total traffic. Instead, social media drives 90% of traffic.
In the next ten years, digital traffic will continue to shift away from websites. According to industry analysts, by 2016 digital traffic will exceed digital referrals—and that’s not including any traffic referral from online video or gaming sites.
2. Digital marketing is all about acquisition, not conversion.
In digital, traffic is the main metric by which you measure success. You can’t sell something that no one is buying.
However, to drive more traffic to your site, you must have more engaged users than your competitors. To grow your business, you must convert your audience into paying customers.
3. Demand Generation: Paid Traffic and Capturing Visitors
These days, people are spending more time online than they are at a coffee shop. More people are searching for information on the web and visiting websites than they are talking with their friends and family on the phone.
A majority of people visiting websites are doing so for the purpose of finding information or trying to learn something new—that’s what we call demand generation.
You will need to spend significant time and energy researching, testing, and improving your organic search optimization strategy to position your website or online business as a destination for this desired audience. It’s an asset that you should absolutely build into your marketing plan.
4. You can improve your visibility by being in the right places.
In addition to generating leads and converting those leads into sales, you need to make sure that people who would be interested in your service see your website or business in the first place.
As an example, take a look at this graph of people who visit websites that display banner ads from Google.
As you can see, more people visit websites that display Google ad banners than any other method of organic search optimization.
In some cases, like in search engine optimization, it’s as simple as changing your keywords to match up with what search engine operators are looking for. But many times, search engines and social media sites ask for more work on your part.
If you’re not part of the search engine’s preferred ranking or if your website isn’t ranked for enough relevant keywords, you may need to pay for some of the costs associated with acquiring organic traffic.
5. Social Media and Advertising
Over a decade ago, social media was called online communities, forums, and message boards. If you visited these sites, you were likely to post a comment or make a message thread. These sites were often used for more personal sharing of content than traditional, scheduled posts.
Over the last decade, social media sites such as Facebook, Twitter, and Google+ have become main sources of traffic and lead generation for businesses.
Advertising on these sites has also grown substantially over the last several years, with social media sites such as Facebook being the most popular and the most widely used.
A recent analysis of traffic to 10 million websites concluded that two-thirds of website visitors came from social media.
6. Influencer Marketing
Influencer marketing is all about connecting your company with your target audience’s favorite social media celebrities and thought leaders.
For example, influencer marketing can be used to connect brands with a well-known individual who is well-liked by your target audience or influencers who the customers love. These people will get your product and share it with their followers and friends.
Most influencer marketing programs work on a pay-per-ad or cost-per-sale basis. The influencer writes a brief review about your product or service. For the cost of producing one ad, he or she can share the link or even recommend your product to their followers.
7. Convert visitors into buyers
After gathering all your data, you must now translate what you know about your target audience into tangible actions that people will take.
The next step is to help people start doing the things that will drive business to your website or business.
This is where you come in. You need to be able to motivate people to make a purchase—whether it’s a product or a service. It’s a lot easier to get people to take action if you provide an incentive that will have them paying you for your service or product.
These incentives can be gifts, discounts, discounts for repeat business, discount coupons, etc.
Recruitment is the final step in the process.
After building your lead generation process, converting your visitors into customers, and recruiting your target audience to become advocates, you now need to get people to follow through and make a purchase.
Your goal is to encourage people to make the decision to buy your product or service. This is typically accomplished through effective marketing campaigns.
The best way to do this is through email marketing. Make sure you send out valuable, relevant, and interesting emails.
The emails should be as simple and direct as possible. In addition to being clear and concise, you must be as human as possible. That means they should always be personalized and include information such as a picture of the recipient’s face or product.
9. Referral Marketing
Once your client base has been established, you need to cultivate your client base by getting referrals. Referral marketing is when you ask other people to refer others who will purchase from you. The referral relationship is an ongoing relationship and benefits both parties.
If you get enough referrals from happy customers, you will become well known and well-respected by your target audience. As a result, you will build a steady pipeline of new customers and the opportunities to increase your profits.
I hope you found this blog useful. I hope you can apply what I’ve outlined above to your business to create a successful lead generation strategy.
While many sales methods have been around for decades, new and innovative methods are emerging almost daily. As a result, the best ways to generate leads are ever changing.
It takes a blend of techniques and marketing techniques to make lead generation successful. After all, there is no silver bullet that will lead you to success. There is no shortcut that will guarantee you success.
By understanding and implementing the 9 different lead generation tactics I discussed above, you’ll be able to tap into the power of free, untapped human capital to generate leads that you can convert into sales and revenue.
If you’re interested in more information on lead generation, and other business marketing strategies, you can check out my free book.